Alison Lancaster

Alison joined Charles Tyrwhitt LLP in August 2007, and is responsible for the international multi channel sales and marketing of this £50m+ specialist shirts brand.

The business trades in the UK, USA, Germany and the rest of the world via 4 transactional multi lingual and multi currency websites, 9 shops and 20 million mail order catalogues printed last year.  The website www.ctshirts.co.uk is now its largest trading channel and Alison has developed the site to include the latest functionality including dynamic search, navigation and merchandising, rich imaging, site analytics and customer reviews.

Alison worked on her first website in 1996 at Innovations Mail order, followed in 1998 by the launch of www.debenhams.com.  In 2000, as Head of Marketing & Catalogue at John Lewis Direct, she was instrumental in developing the strategy – including the acquisition of Buy.com -  followed by the launch, sales development & marketing of www.johnlewis.com.  During its first 5 years, John Lewis Direct significantly exceeded the Partnership’s original sales and profit targets, and grew to become the second largest ‘branch’, just behind the Oxford Street, London flagship store.

She is a passionate, experienced and innovative multi channel marketer and pioneer.  Alison is a Director of The Catalogue Exchange.